The social landlord, which provides housing and support services for the sheltered elderly, adults with learning disabilities and other vulnerable client groups, has also launched a new logo and branding, centred on its tenants.

Utilising its traditional red and black colours, it includes the strapline ‘Housing, Care, Support’.

Chief executive Kevin Hodder (pictured) said: “Changing our name and identity is not something we have done lightly and without great thought and consideration. Our name and look have served us well over the years but it was time for a fresh approach.

“East Boro is now so much more than a housing trust and we wanted to reflect this in both our name and branding.

“Our new identity does exactly that and we are really pleased with the outcome. The design is sharp, concise and sympathetic to our traditions and is visually impactful.

“We are a people-centred organisation and that’s what we are reflecting and celebrating in our new branding. The strap line of Housing, Care, Support, along with the icons, says exactly what we do in the community.”

East Boro manages 370 properties with more than 400 tenants and delivers care and support to over 550 customers on a daily basis. Last year it delivered more than 94,000 hours of care.

Despite the new look, Mr Hodder stressed that East Boro’s core values and priorities remain the same.

“We are all about providing the best possible housing, care and support services to our customers.

“That is something that we have done since we were established in and we will continue to do so.

“These are exciting times for East Boro, what with our new look and lots of plans for continued improvement.”